Purpose Per Click

Last year Adobe played the best Trick possible for Halloween by turning Photoshop into a Murder Mystery - and winning several Cannes Lions in the process.
Here Adobe, created a heavily layered, 200Mb Photoshop file which contained clues to a Murder Mystery that only fans with sufficient skill in Photoshop would be able to uncover.
Adobe's campaign became the treat of Halloween as ...

Imagine building a business that relies on original content that you need to provide fresh, daily and that's here today and gone tomorrow.
That's what florists, bakers, fishmongers, fruiterers have been doing for centuries.

Television has a beginning, middle and end. Digital has no real end. What it becomes is another part of the idea - you can nudge it and iterate but you can't think of it as this contained thing - David Droga

The traditional approach to advertising is a carry over from TV - a story arc with a beginning, middle, and end in a 30-second spot - designed to interrupt people with a quick one way message.
The ability digital now gives us to be connected over time fundamentally changes ...

Back in 2001, I remember being fascinated by the news of how the Australian government made over $1 billion out of thin air (literally) - by auctioning the rights to the 3G Mobile frequency spectrum to the local telcos.
Here was an astronomical amount of money being handed over for something you can't see, touch or feel ...

“Mobile is at the core of everything we’re doing. If we can’t make a story work on a 4-inch-by-2-inch screen, then it doesn’t work, and it doesn’t go further.” —Wendy Clark, President Strategic Marketing, Coca-Cola North America

Oct 21, 2015.
Die hard Back to the Future fans have been waiting for today - the 'future date' that Marty and Doc Brown travelled to - since the movie sequel was released in 1989.
The obvious questions circling around the interwebs have been regarding the technology - where are our flying cars and hoverboards?

As different as Facebook, Google and most online platforms are, there is one thing that they all share.
In their own way, each platform exposes the long tail.
The algorithms behind these platforms filter out content that is ...

“(Our work) is all about empowering the audience to help them achieve more… understand that its better to inspire and enable than to rely on pure desire.” – Duan Evans, International Executive Creative Director, Akqa

When I was growing up I was fascinated with the Myer department store that anchored our nearby shopping centre.
As a kid the only place I naturally was interested in was the Toy Department - why was the toy department always on the top floor? Can't these adults plainly see that all toys should be at the main entrance?
But no, we kids always had to make it past the overwhelmingly smelly main entrance dominated by perfume counters and ...

Most people are familiar with the idea of an elevator pitch - to explain what you do to a stranger within the time it takes them to get on and off an elevator, say 30 seconds or less.
The ability to succinctly explain your USP is important, however many brands are such masters of their craft that ...

Skeuomorphism occurs when designers incorporate concepts and ideas from existing things to help consumers navigate and understand how to use completely new things.
Last month, Google made a big splash with a very conspicuous rebrand, but actually, this was a smaller part of the much larger Google Material Design initiative.
With Material Design, Google designers are deconstructing how ...

We often get asked, why are we blogging?
Why blog particularly when we are busy, when blogging is time consuming, isn't directly related to sales and isn't always specifically about the technicals of our craft?
A simple question with both a long and short answer ...

Kudos to the team at BMF for their remarkably mysterious, almost Wes Anderson like videos, The Conspicuous Awakening of Owen Wilson, that appeared in my Facebook feed.
BMF have embraced the art of mystery here - instead of ...

Everyone loves those little extra bonuses in life. Free upgrades, surprise gifts or unexpected perks put a smile on our face. When it comes to digital advertising we like to structure our accounts to ensure we can deliver those extra bonuses 🙂 Search Network: At the base of the funnel, ads on the search network are in...

In a global economy, many markets and niches are approaching parity - what's on offer by one brand is not a whole lot different to what's on offer by others.
Now that we're connected to brands we follow in relationship over time, personality matters.
For better or for worse, we like people who ...

Hal Varian, Google's Chief Economist, is famous for developing Adwords' Quality Score algorithm - his instructional video is mandatory viewing for anyone even considering using Adwords for advertising.
Less well known (for now), is Jon Hegemon, Facebook's Chief Economist. Jon's decisions into the Facebook Ads Relevance Score algorithm significantly affect both advertisers and Facebook's shareholders.
So how have Jon's decisions differed from Hal's?
There are really two key distinctions ...